Moustique: Shopify E-commerce Redesign

1. Context Industry: Concept store / retail – physical boutique & online store Product: Responsive e-commerce website (desktop & mobile) Target audience: B2C – individual customers in France Timeline: Project delivered in 2024 Goal: Redesign the Moustique website to offer a simpler, more elegant online experience, aligned with the physical store’s identity, while also improving day-to-day management for the shop team. 2. Team & Organization Structure: Direct collaboration with the founders Team: Myself as web designer, the boutique manager, and the two founders My role: Full UX/UI redesign on Shopify Strategic input on product architecture, navigation, and merchandising Visual and branding direction across the platform, including social media and POS integrations 3. Goals & Challenges Business & product goals: Replace the former WordPress site, which had become too complex and inefficient for the team to manage Modernize the online brand image to match the store’s unique concept and aesthetic Simplify order processing, product management, and back-office operations Seamlessly connect the site to social platforms and the LMB point-of-sale system UX/UI challenges: Redesign the product categorization: move from product-type sorting to brand-based organization, aligned with physical inventory and staff workflows Harmonize product naming conventions to improve search accuracy and usability Deliver a cleaner, more elegant presentation of collections to enhance discoverability 4. Methodology Key steps: Site audit: identified usability issues and tech limitations on WordPress (e.g. search, speed, visual hierarchy) Benchmarking: studied e-commerce platforms in the fashion and lifestyle sector Co-design workshops with the boutique manager and founders: prioritized needs, identified key user journeys (product discovery, search, purchase) UX redesign: simplified menu structure, reorganized content, streamlined navigation UI design: responsive mockups with a minimal, editorial look & feel to spotlight products Accessibility: applied RGAA best practices (contrast, mobile navigation, tap targets) Tracking & autonomy: implemented Google Analytics for post-launch traffic monitoring and future business KPIs 5. Results & Impact Quantitative results: New site launched in March 2025 Full team adoption: the boutique team is now autonomous in managing products, orders, and content Averaging 3 to 5 daily online orders in the first month Qualitative results: Clear improvement in product search and navigation Brand image now consistent across online and in-store touchpoints Very positive customer feedback on product visibility and user-friendliness The team reports being more confident and efficient using the Shopify back office, with significant time saved in daily operations